Driving Lesson Prices
In my local area, lesson prices per hour seem to vary from £9.90 or even less, up to £30. Predictably, many average to around £20 per hour.
Price is obviously important, but appreciate most customers will know the difference between cheap and expensive in terms of quality.
They understand that Primark is less expensive and that M&S is more expensive. They don't expect to get the same quality of either service or product in Primark as they might get in M&S.
Also, remember that the price per hour is largely irrelevant. It is the cost of the tuition needed to pass the test that students should be interested in. Taking the broader view, 50 poor lessons at £10 cost the same as 25 quality lessons at £20.
Compared to ten years ago, the number and choice of driving schools have increased significantly.
Historically, driving instruction has been considered a past time of the semi retired.
However, for many driving instructors, teaching is now the main source of income.
As a consequence, self employed driving instructors need to know the base rate they need to earn and work out a plan to secure that figure.
Consider price differentiation, promotions and discounts. For example, some schools charge £19, but then offer a 20 per cent discount.
Then Driving Instructors need to typically pay a franchise to the school they work with plus a fee for the hire of a vehicle or even the cost of purchasing a new vehicle. When you then factor in that servicing, advertising, fuel prices have all increased.
This now means, that on average, each lesson may cost the driving instructor in the region of £14 per pupil!!
Therefore, if instructors are charging less than this figure, it would be reasonable to assume that they are cutting corners.
This could relate to how much driving the pupil actually does or, failing to maintain the condition of their training vehicle thus compromising the safety of the student.
Therefore, beware, 'If you pay peanuts then you get monkeys.'
People generally associate higher prices with higher quality, but higher prices need to be supported with sound reasons for charging more.
Details of the service, Karen's School of Motoring provides can be found throughout the web pages and by talking to any of our friendly staff.
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